By Jon Monk

As of 6th March 2024 Google will no longer allow any data collection from new users in the European Economic Area (EEA) for websites that haven't implemented Google Consent Mode v2 (CMv2).

As an event marketer, you understand the importance of building trust and relationships with your audience. CMv2 can be a powerful tool in your toolbox to achieve just that.

Imagine this. You're organising a fantastic conference, and you want to ensure a smooth experience for attendees. CMv2 helps you do that by:

• Transparency: It allows you to clearly communicate how you use visitor data, such as tracking website visits, session recordings, or preferences. This transparency builds trust with potential attendees, making them feel comfortable registering and engaging with your event.
• Control: CMv2 empowers attendees to choose how their data is used. They can opt-in to receive personalised recommendations for future events or opt-out if they prefer not to. This respect for privacy fosters a positive user experience.
• Data-driven decisions: Even with limited individual data, CMv2 can still provide valuable insights into overall attendee behaviour. You can see which pages are most visited, what kind of content resonates, and how people navigate your website. This anonymised data helps you refine your marketing strategy and make informed decisions about future events.

Think of it like this...

• No Consent Mode: It's like inviting someone to your event without explaining the agenda or potential activities. They might be hesitant to attend.
• Consent Mode v2: It's like providing a clear program schedule and highlighting exciting sessions beforehand. Attendees feel informed and involved, making them more likely to participate.
• Bonus tip: By implementing CMv2, you can also demonstrate your commitment to data privacy regulations like GDPR, which can be especially important when dealing with international attendees.

Important Note

It's so important that we have mentioned it twice! As of 6th March 2024, Google will no longer allow any data collection from new users in the European Economic Area (EEA) for websites that haven't implemented CMv2. This means:

• Limited data for marketing: You won't be able to collect data on new EEA attendees to create targeted campaigns or personalised recommendations. This could limit your ability to reach potential attendees and engage them effectively.
• Less insight into audience: Understanding your audience's behaviour becomes more challenging, making it harder to tailor your event website and marketing efforts to their needs.

In conclusion, implementing Google Consent Mode v2 not only strengthens trust and user experience but also ensures continued data collection from EEA users, allowing you to make informed marketing decisions and host successful events.

Cookie Consent - Frequently Asked Questions

As we're sure you know, the regulatory landscape surrounding data privacy is constantly evolving. The heightened emphasis on user control over cookies is not just down to CMv2 but also the EU's General Data Protection Regulation (GDPR).

Complying with current regulations demands a customised cookie consent solution. We highly recommend you conduct your own due diligence on providers who can offer a solution tailored to your website and target audience. While we don't offer a solution we can help you with suggestions of reputable providers (although we are legally prevented from making recommendations). Here's a quick FAQ on cookies but please let us know if you'd like some more advice. 

What are cookies?
Cookies are small data files that websites store on a users’ device (computer, phone, tablet) when they visit a site. They act like a little bit of memory for the website, allowing it to remember a user’s actions and preferences (like login information, language preference, font size) over time.

What are cookies used for?
Cookies have many purposes, but generally they fall into two categories:

• Improved User Experience: Cookies can remember things like login information so users don't have to type it in every time, they can keep track of items in shopping baskets, or even understand what content and features users prefer on a website.
• Targeted advertising: Some cookies track browsing habits across different websites. This information can be used to target users with advertisements that are more relevant to their interests.

What is cookie consent?
Cookie consent refers to the legal requirement in some countries (like the EU) for websites to get permission from users before storing cookies on their device(s). This is to give the user more control over their own privacy and how their data is used.

Do users need to give consent for all cookies?
It depends. There are different types of cookies:

• Strictly necessary cookies: These cookies are essential for a website to function properly. For example, they might allow a user to navigate securely or log in to restricted areas. Users usually won't need to give consent for these cookies.
• Non-essential cookies: These cookies are used for things like website analytics, remembering user preferences, or targeted advertising. Users will typically be asked to consent to these cookies.

How does cookie consent work?
When a user visits a website that requires cookie consent, they will usually see a banner or pop-up message explaining what cookies are used and why. This message will typically give them options to accept all cookies, decline them, or choose which types of cookies they are happy to consent to.

Where can I learn more about cookie consent regulations?
The specific regulations around cookie consent can vary depending on location. Here are some resources for further information:

• EU General Data Protection Regulation (GDPR)
• UK Information Commissioner's Office (ICO) cookie guidance
• California Consumer Privacy Act (CCPA)

What is a cookie consent solution?
A cookie consent solution is a tool that helps websites comply with privacy regulations like GDPR (General Data Protection Regulation) and CCPA (California Consumer Privacy Act) by obtaining informed consent from users about the use of cookies and similar tracking technologies.

Here's how it works:

• Scans and Categorises Cookies: The solution scans your website to identify all cookies and trackers in use. It then categorises them based on their purpose (e.g., analytics, advertising, social media).
• Displays a User-Friendly Banner: A cookie consent banner is displayed to users when they visit your website. This banner explains what cookies are used, why they are used, and what user data is collected.
• Provides Consent Options: The banner offers clear and easy-to-understand options for users to choose their level of consent. This typically includes options to accept all cookies, reject all cookies, or customise their preferences by category.
• Respects User Choices: The solution stores user consent choices securely. Based on the chosen preferences, it manages how cookies are placed on the user's device. For example, if a user rejects cookies, the solution prevents those cookies from being set.
• Additional Features: Many cookie consent solutions offer additional features like:
  • Privacy Policy Integration: Linking the consent banner to your website's privacy policy for further details.
  • Consent Withdrawal: Enabling users to easily withdraw their consent or change their preferences at any time.
  • Analytics Integration: Providing reports on user consent choices for better data management.

What are the benefits of using a cookie consent solution?

• Compliance with Privacy Regulations: Helps ensure your website meets the requirements for obtaining user consent for cookies, reducing the risk of legal penalties.
• Improved User Transparency: Provides clear information to users about data collection practices, building trust and user confidence.
• Streamlined Consent Management: Automates the consent process, saving you time and resources compared to building a solution from scratch.
• Enhanced User Experience: Offers user-friendly interfaces for consent choices, improving overall user experience.

How do I know if my website is cookie compliant?
There is free website scan tool you can use check if your website is compliant and what cookies it has, but feel free to ask us if you'd like more advice. 

Is there a cost to using a 3rd party provider for Cookie Consent?
Yes, cookie consent specialists will charge you to use their system – the costs per site are fairly minimal. Google has a list of partners who they recommend if you would like some suggestions on suppliers and their pricing.

What happens if a user doesn’t consent to cookies?
In most cases, a user will still be able to use the website, but some features might be limited. For example, they might need to log in more frequently or they might see less relevant advertising.

What if I choose not to use a consent solution on my website to?
Here's what can happen if you choose not to use a cookie bar:

• Privacy Law Compliance Risk: This is the biggest concern. Regulations like GDPR and CCPA require websites to obtain user consent for collecting data through cookies and similar technologies. Without a cookie bar explaining data usage and offering consent options, you might be in violation.
• Limited Functionality: Many websites rely on cookies for features like remembering login information, personalising content, and tracking analytics. Without them, these features may not work or provide a good user experience.
• Loss of User Trust: Users are increasingly privacy-conscious. The lack of a cookie bar might make them suspicious about how their data is being used, potentially damaging trust in your website.

Do I need a cookie consent solution on every website?
Even if not strictly required, a cookie bar is generally a good practice. It demonstrates transparency about data collection and gives users control, which can build trust.

Many user-friendly cookie bar options exist that are easy to implement.

As a website provider, why don't you provide a cookie consent solution?
Cookie consent providers specialise in this area and so can offer a more efficient, secure, and compliant way to manage user consent. In a constantly changing regulatory landscape we feel it’s better to leave this development to the experts while we continue to focus on our own specialisms.

Find out more

Jon Monk is the Head of Attendee Growth Services at ASP, a leading provider in digital solutions for event engagement and audience growth. With extensive experience in digital marketing strategies, Jon and his team are dedicated to leveraging innovative techniques to increase website traffic and enhance event attendance. 

To explore how we can elevate your digital presence and drive significant growth, visit our Digital Marketing Services area or contact us today.